What to Do When Marketing Technology Can't Be the Top Priority - eMarketer
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eMarketer Interview

What to Do When Marketing Technology Can't Be the Top Priority

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An interview with

Evyenia Wilkins

Vice President, Account-Based Marketing, Traackr

Topics:

Interview summary

To better manage its intricate sales cycle, influencer marketing platform Traackr began its account-based marketing (ABM) journey at the beginning of the year. More than six months in, eMarketer’s Jillian Ryan spoke with Evyenia Wilkins, Traackr’s vice president of account-based marketing, about implementing ABM without technology and adopting new performance metrics.

Interview

eMarketer: What was the impetus for Traackr’s ABM strategy?

Evyenia Wilkins: Despite having a healthy lead generation initiative and tons of people downloading our content, our inbound marketing wasn’t translating to sales pipeline growth. We knew we had to do something different.